Youth Culture Uncovered.

Course Details

  • Date Tue, 20th June 2023
  • Time 11:00 to 13:00
  • Duration 2 hours (To book your place on this course go to :
  • LocationOnline via Zoom
  • Trainers Claire Hyland and Laura Costello, THINKHOUSE

Course Aims

The aim of this course is to delve into the insights uncovered in the research carried out by the Youth Lab at THINKHOUSE on 'What is it like to be young today? and what this means for radio stations in terms of content and advertising.

Course Content

The perspectives of the youth generation today helps organisations see around corners. Through the lens of future-proofing, The Youth Lab at THINKHOUSE will present our
latest Youth Culture Uncovered research, exploring the question ‘what is it like to be young today?’, taking a deep-dive into how 16-35 year olds are finding joy and purpose in a f*cked up world.
It will speak to the codes of communication of youth, how organisations are successfully engaging with young people - from youth boards to reverse mentoring to youth collabs, and
key impacts for the radio sector. A group workshop will follow the presentation.


Claire Hyland, Head of Youth Lab, ThinkHouse

As head of The Youth Lab, Claire oversees a team of strategists who investigate, decode and translate youth culture (18-35 year olds), to inspire business and category leaders and their teams to make responsible decisions that benefit the next generation. The Youth Lab’s work includes attitudinal and behavioural insight and strategy work that underpin business and brand propositions; the establishment of immersive educational programming; and the development of future-consumer communications strategies, designed to help clients to be relevant, innovative and to lead the change in a time of climate and biodiversity crisis.
As a board member of THINKHOUSE, she also helps steer both the THINKHOUSE business and its clients’ businesses in the direction of business for good, leading numerous industry sustainability educational sessions, and developing purpose-led auditing frameworks and communications strategies, as well as co-leading the agency’s submission for global B-Corp accreditation.
Prior to working at THINKHOUSE, she held strategic planning and insight roles at leading independent agencies in Dublin, London and New York. She has also lectured extensively on business and digital innovation for UCD, The Digital Marketing Institute, TU Dublin and Trinity College Dublin. In May 2022 she completed a year-long Post Graduate Certificate in Sustainable Leadership at Technology University, Dublin, where she graduated with distinction. She is currently Chair of the Broadcasting Sustainability Network and is undertaking a Diploma in the Science of Wellbeing from Yale University. Her work has been published on RTE’s Brainstorm, Irish Times, Sunday Independent and leading media publications.


Laura Costello, Strategy Director, Thinkhouse

Laura Costello is Strategy Director, Purpose & Planet at THINKHOUSE. In 2022 she was named by Forbes as one of 43 People Changing Advertising For The Climate globally.
Laura’s speciality is in leading transformative marketing impact campaigns that connect, convince and create change. She believes in the power of creativity and
imagination to create systemic change together. To accelerate a sustainable future, Laura advises individuals and brands on how to embrace and communicate
purposeful action that inspires positive cultural shifts for business, people & planet.

At Thinkhouse, she works on impact-driven, creative-led food and drink campaigns across brands like Tony’s Chocolonely, Ben & Jerry’s, innocent drinks, Heineken Ireland,
Irish Distillers Pernod Ricard, SuperValu and Frank & Honest, working to create standout campaigns that positively influence citizen behaviours and enhance the brands’
sustainability credentials.

Additionally, as the lead and founding member of Purpose Disruptors Ireland (est. 2020), Laura is growing a community of creative professionals working to reshape the
advertising and marketing industry to tackle climate change. In 2022 Laura presented to the Joint Oireachtas Committee on Environment and Climate Action on the role of the Advertising industry and climate action. She is an advisor to AdNetZero in Ireland.
Laura received a distinction in Business Sustainability Management from the Cambridge Institute for Sustainability Leadership.


Who is this content for?

This course is aimed at everyone working in the Independent Radio Sector in Ireland and in the Sales Houses that represent those stations. To reserve your place on this course go to :

Training Method

This course is delivered online as a 90 minute session.